photo by

Art Bicnick, Anna Margrét & Birta Rán

You’ve probably already told your friends about the works of fashion designer Lovísa Tómasdóttir, although you might not know it. Even if you’ve never heard his name, you’ve most likely seen his plays shown on the TV screens of around 183 million viewers in a small production called Eurovision. Heard spoken?

When national hero Daði Freyr took the stage with his group Gagnamagnið to perform their hit “10 Years”, the group was equipped with Lovísa’s creations. Those iconic green sweaters covered in pixelated versions of themselves, those extremely shiny jumpsuits featured in the accompanying music video, all by Lovísa.

But although the artist first gained international attention for her contribution to Eurovision, Lovísa Tómasdóttir is more than just a few sweaters.

Romance and superhero

“For the performance of 2020, Daði Freyr had given me a structure of what he wanted, but for 2021 I had complete freedom, both for the show and the superhero costumes for the video” , she says when asked about iconic designs. “I did a lot of research on Japanese superheroes and anime images and things like that for the video and then we ended up with these comfy sweaters on stage, which was totally him.”

“We have so much fast fashion here and for me I prefer the concept of slow fashion.”

Lovísa is first known locally for her tailor-made outfits for city artists, including works for drag queen Gógó Starr and artist Sigga Kling. She has since evolved this into her own full-fledged brand, Lovísa Tomas, which has just released its first spring / summer line and is currently working on the next winter releases.

The summer collection, unlike the extravagant looks of “10 Years”, is full of loose, draped satin dresses and cotton jumpsuits. Although it is ripe with Lovísa’s signature drama, it can be worn in any situation, not just on stage.

“It’s a lot more romantic than usual,” Lovísa says of the collection. “I usually use bright colors with a punk rock vibe, but that’s a different thing for the summer collection. It’s all the things I would like to wear. And it’s very comfortable, I don’t make super tight, non-stretch fabrics. It is comfortable for everyone to wear them.

Lovísa Tómasdóttir Interviews on order

But even though Lovísa has found a niche in which she thrives, she still tries to evolve her brand, not only stylistically but ideologically.

“I’m still trying to figure out how I want to do this and how I want to represent my brands, because we have so much fast fashion here and, for me, I prefer the concept of slow fashion,” says Lovísa.

Slow fashion, explains Lovísa, is about rethinking our relationship to buying clothes. While stores like H&M and Zara end up overproducing pieces and subsequently throwing them away at the end of the seasons, slow fashion is driven by sustainability.

So if you order a Lovísa Tómasdóttir part, you might not get it the same day. Instead, Lovísa will then sit in front of her machine and craft the part for you, making sure she doesn’t waste materials.

“You are responsible for your environment and the things you bring to the world,” she says. “Icelanders usually want their stuff then, preferably yesterday. But with slow fashion, as you might expect, it’s slower. I try to do everything to order so that I don’t produce any inventory beyond what I need.

Discover Lovísa Tómasdóttir on lovisatomas.is or on Instagram at @lovisatomasdottir or @studiovisutomas.

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